Twiplomacy is Twitter-based diplomacy: an increasingly popular way of complementing traditional foreign policy. As the report’s authors underscore, more important than the number of followers is whether they include people and institutions with a similar profile and clout, and the number of interactions with other Twitter users. So what is key for foreign ministries is how many diplomats and heads of state and government follow them on Twitter. In the global ranking of best connected world leaders, Swedish foreign minister Carl Bildt came out on top (44 mutual connections), the European External Action Service (36 mutual connections) ranked second, with third place going to the English-language @PolandMFA account operated by the Ministry of Foreign Affairs of the Republic of Poland (31 mutual connections).

The list of 50 world leaders also includes Polish Foreign Minister Radosław Sikorski (ranked 40th). Minister Sikorski’s personal account already counts over 130,000 followers, making him one of the most popular Polish politicians on Twitter.The Polish MFA has been using Twitter since 2009. It operates accounts that provide information on Poland’s foreign policy (@MSZ_RP in Polish; @PolandMFA in English), consular assistance (@PolakZaGranica) and the promotion of Poland (@PolandGOVpl). Twitter is also actively used by the MFA’s senior leadership, the Press Spokesman, and a growing group of Polish Ambassadors.

 

Twiplomacy 2013

Source: Twiplomacy 2013, Burson-Marsteller, www.twiplomacy.com

 

The Burson-Marsteller report also acknowledges the extensive network of 150 Twitter accounts operated by Polish diplomatic missions. Polish embassies, consulates, permanent representations, and Polish Institutes are also present on other social media: Facebook, YouTube, Flickr and well as regional websites such as China’s Weibo.

The very good result registered as part of the Twiplomacy report is not the first time that Polish diplomacy has been praised for its Internet and social media presence. Research published in April 2013 by the US Institute for Public Diplomacy and Global Communication at George Washington University noted that the Polish Embassy in Washington, DC ranked second in the United States – behind Britain’s – in terms of the most influential diplomatic missions based on Twitter activity.

 

Source: Ministry of Foreign Affairs Republic of Poland

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